South Africa, Feb. 19 -- Yaa Boateng, CCO, managing director, The Storytellers, Accra (Fusion jury), Ghana

Creative trends

"One of the most exciting trends in Ghana right now is how brand and influencer partnerships are evolving. Brands are moving away from traditional celebrity endorsements and instead building more intentional relationships with micro and nano influencers who feel credible within their communities. It's all about co-creation now. Influencers aren't just a media channel, they are creative partners. The work feels more authentic, culturally relevant, and effective because it comes from voices people already trust."

Looking for as a judge

"As a judge, I'm looking forward to seeing work that treats influencer partnershi...